Family Works: Hokus Pokus Liquors: The House of Many Spirits

by Taylor Trahan Henry

In Lake Charles, there’s a unique gem that has been passed down through four generations, bringing joy and spirits to our community for 83 years. This month, Family Works takes you on a journey through the rich history and vibrant present of Hokus Pokus Liquors.

With its three locations across Louisiana – Alexandria, Lake Charles, and Prairieville – it isn’t just a liquor store; it’s a testament to family values, community, and a passion for fine spirits. The original Alexandria store, established in 1940, was the dream of Simon “Si” Sherman. In 1970, the Lake Charles store was added, and the family would eventually branch into Southeastern Louisiana with the addition of the Prairieville location.

Since 1940, Hokus Pokus Liquors has expanded and contracted from one store to five and back again, and then to two, finally reaching today’s permutation of three stores. In 2008, Gus organized the wholesale side of the business into a separately run entity and renamed it Mystic Vine. Mystic Vine is now located in New Orleans Louisiana and operates statewide.

Perhaps the most endearing aspect of Hokus Pokus Liquors is its legacy of generational ownership. Now in its fourth generation of ownership, the business has seen three sets of parents and children working alongside each other in its over eight decades.

Si’s son, Steve Sherman, grew up around his father’s liquor business, but after serving in the Navy and graduating from New Orleans’ Tulane University in 1964 with a bachelor’s degree in business, he moved to Little Rock, Arkansas where he worked in the shoe business. After spending a summer month in 1962 working at France’s Chateau Lascombes, where he was involved in all aspects of winemaking, it didn’t take a magic wand to make him reappear in 1976, ready to help his father in the business. Si retired in 1982 and Steve and his wife Lillian took over.

Gus Olah, too, grew up in the liquor business-as Steve Sherman’s stepson. Working at the store during high school, he learned the business from the bottom up. In 1994, he joined the company full time. Then, in 1998, he graduated from Louisiana College in Pineville with a bachelor’s degree in accounting.

Now, his daughters, Elizabeth and Isabella are poised to continue the family legacy. Elizabeth joined the business in 2020 and currently serves as an area manager. Isabella is currently completing her marketing degree at Loyola University with plans to join the business upon graduation.

In an era when large corporations often overshadow family-owned businesses, they stand as a symbol of resilience and determination. They’ve shown that staying true to one’s roots, embracing change, and prioritizing the community can lead to long-term success.

What sets Hokus Pokus apart isn’t just its impressive collection of liquors, wines, beers, and other spirits, but the unwavering commitment to adapt and innovate while staying true to its roots. It’s evident that they have mastered the delicate art of blending tradition with modernity.

In today’s fast-paced digital age, they’ve not only embraced e-commerce but have excelled at it. They offer a seamless online ordering and pickup system, and a user-friendly app that provides customers with a digital gateway to explore their vast collection, order, and earn rewards. The rewards program reflects their commitment to giving back to their loyal clientele.

Walking into any Hokus Pokus store is like stepping into a world of endless possibilities. They offer a remarkable selection of liquors from around the world, a treasure trove for connoisseurs and enthusiasts. But it’s not just the vast collection that makes this place special; it’s the people behind the counters. The staff, affectionately referred to as “Spiritual Advisors,” are more than just employees. They are experts, ready to guide you through world of spirits, helping you find the perfect bottle for any occasion. It’s this personal touch that sets them apart from the big-box retailers. Regular tastings at their stores also offer an opportunity for patrons to discover new flavors.